Design is everything because everything is designed.
At 18, I was told that I should work in graphic design. Over 18 years later I have been fortunate enough to work globally across a variety of categories on both FMCG and corporate brands, from high-end whiskies to everyman beers, from recruitment specialists to snacking leaders.
As Growth Strategy Director at Bulletproof, I look for impenetrable ideas; those that create impact in a distinct way for brands to engage with the right people and achieve a competitive advantage to facilitate growth.
At the heart of that is the need for a clearer understanding of the context - consumer, category and company - and what the unsatisfied needs are that people have.